Critics say new UC logo not dignified enough

'Like anything with design and change, people have opinions'

Published: 12/08/2012 at 10:59 PM

(Los Angeles Times) A new logo for some University of California advertising and documents is intended to be more modern and streamlined for the digital age. But it is also proving to be controversial.

Some students and alumni have started an online petition to drop the new and simpler logo, which is a solid “U” containing a “C” resting at the bottom, in various color. They contend it “does not represent the stature and honor of the University of California.” They want the 10-campus system to use the traditional circular medallion that shows an open book, the motto “Let There Be Light” and the 1868 date of UC’s founding. Or find a dignified alternative.